What will make you drink more coke? Coca-Cola is hoping that the tagline “Open Happiness” will do the trick. Reportedly, Coca-Cola will be starting a new world-wide ad campaign based around the phrase and a new smiling logo. This campaign will replace “The Coke Side of Life,” which was launched in 2006.

“It’s really a statement about the little simple joys,” Coca-Cola chief marketing and commercial leadership officer Joe Tripodi said. “Our brand isn’t here to solve world peace or fix the economy.”

The campaign was developed during a six-month initiative which was led by Joe Tripodi and newly named chief executive, Muhtar Kent. Coca-Cola’s agency of record, Wieden & Kennedy, Portland, Ore., created the ads. A notable presence will be aired on the upcoming NFL Super Bowl between the Pittsburgh Steelers and the Arizona Cardinals.

The direction is eerily to similar to that of rival Pepsi’s. Pepsi drinks with smiling logos started showing up on shelves in December. However, it can be argued that Coca Cola has been invested in a happiness theme for a long time. Previous taglines include the 1970’s “Have a Coke and a Smile.” The feel good “hilltop” commercials of that era remain some of the most powerful imagery that Coca Cola has introduced.

The effort by Coca-Cola is to address consumers who are due to the declining economy and recession, fearful about the economy, and awash in negative news, the timing appears right for a fresh, new campaign focused on happiness.

The Coca-Cola Company is the world’s largest beverage company with the worlds largest product distribution system that serves consumers in more than 200 countries to the rate of consumption exceeding 1.3 billion servings each day.